The market for sports/energy drinks has been buoyant despite the effects of the recession – and in 2008 it accounted for a combined £941 million, up 10% on 2007. In volume terms, the market achieved some 484 million litres, also up 10% on 2007. For 2009, the market is estimated to reach 525 million litres for a value of just over £1 billion.

In terms of value, the sports and energy market pales in comparison to its main competitors. For example, Mintel estimates soft drinks to be worth £6 billion in 2008, with bottled water at £1.9 billion.

A failure to grow penetration in the UK – which currently stands at a third of adults. Instead, the market has succeeded by increasing frequency of drinking amongst young male converts in particular.

The challenge for the industry going forward is to grow its user base by successfully targeting females, 35-54s and workers. This means increasingly stealing share from carbonates and bottled water in particular.

According to research for this report, there is much consumer confusion about the difference between sports and energy drinks. As a result, this report largely analyses sports/energy drinks together, but focuses on them separately in the Market Size and Consumer sections.

Key themes

Understand which brands are in the best position to exploit the opportunities the market offers, and learn how smaller niche brands can gain share.

Validate consumers’ perceptions of sports and energy drinks being the healthier option compared to carbonates.

Explore consumption occasions for sports and energy drinks and pinpoint whether they are purely sport- or exercise-driven, used for casual consumption or seen as a ‘pick-me-up’.

What you get

What's included

Trusted by

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

* This is a sample representation of the report layout and does not reflect the research included in this report.

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

Issues in the Market

Key themes

Definition

Future Opportunities

It’s time to grow up

Bridging the gap between youth and ‘middle age’

Transcending occasions for usage

A greater focus on mental benefits

Embracing feminisation

Market in Brief

Market proves recession-proof

Energy drinks account for majority of sales

Need to increase penetration

A continually innovating market

Dominated by the few

The future is bright

Internal Market Environment

Key points

Consumer confusion reigns

A competitive price point

Figure 1: Average retailer price of drink categories in the off-trade, June 2009

Proving functionality

Targeting beyond active young males

Figure 2: Proportion of people meeting physical activity recommendations in England, by gender and age, 2006

Helping the middle-aged to be more active

Figure 3: Trends for those who claim to do some form of sport or exercise at least once a week, by age, 2004-08

Targeting hard-working Brits

Figure 4: Share of employees working over 48 hours a week and claiming their jobs have a high pace of work – Europe, by country, 2005

Countering the energy ‘dip’

On-trade in flux creates opportunities for others

Figure 5: Number of nightclub admissions and pub outlets in UK, 2005-08

Broader Market Environment

Key points

European legislation could transform the market

Caught in the crossfire of the health police

The problems of an ageing population to a youth-oriented market

Figure 6: Structure of the UK population, by age, 2004-14

Consumers with less to spend

Figure 7: Trends in PDI and consumer expenditure in the UK, 2004-14

Green shoots of recovery?

Figure 8: Trends in consumer confidence, 1988-2009

Figure 9: Trends in the impact of the economic downturn on consumers, January and June 2009